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November 21, 2012

What happens if Twinkies really do go away?

Let’s not panic. We all know that Twinkies, Ding Dongs, Wonder bread and the rest of Hostess Brands’ oddly everlasting foods aren’t going away any time soon, even if the food culture that created them is gasping its last.

Yes, Hostess is shutting down. And odds seem to favor the roughly century-old company disappearing from our corporate landscape. But before you rush out to stockpile a strategic Twinkie reserve, consider a few things. Namely, that Twinkies never die. You know full well that the snack cakes down at your corner 7-Eleven are going to outlive us all. Probably even after they’ve been consumed.

And then there’s the acquisition-happy nature of the business world, an environment that increasingly prizes intellectual property above all. It’s hard to imagine the fading away of brands as storied and valuable as Ho Hos, Ring Dings and Yodels. Within hours of announcing the closure Friday, the company already had put out word that Zingers, Fruit Pies and all the other brands were up for grabs.

Even if production really did stop, how long do you think it would take for some enterprising investor intoxicated by a cocktail of nostalgia and irony for the treats Mom used to pack in his G.I. Joe lunch box to find a way to roll out commemorative Twinkies? Special edition holiday Ho Hos? It’s just the nature of our product-centered world. Brands don’t die, even when perhaps they should.

But let’s pretend for a moment they did. What would we lose if Twinkies fell off the culinary cliff?

Certainly few obesity-minded nutritionists would bemoan the loss. With some 500 million Twinkies produced a year, each packing 150 calories ... Well, let’s just leave it by saying that shaving 75 billion calories from the American diet sure could add up to a whole lot of skinny jeans.

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